Google Thinks The Future Of The Web Is . . . Email

When was the last time you were lost on your smartphone? Because for me, it was just this morning. Whether on Facebook, Twitter, or email itself, I end up tapping something that takes me to a web page stuck inside an app, and I’m left scratching my head, wait, aren’t I just on the web? What app am I in again?

Now Google is taking aim at just this problem with a new initiative called AMP for Email. Instead of an email from Pinterest just kicking you to some in-app browser or an external app as soon as you tap one of its links, a new AMP-infused Pinterest email is the web. So you can pin to your heart’s content, right inside the email window. With AMP for Email, you never need to leave the message itself to browse web content.